9 / 13 OCTOBER 2021

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Over 70,000 visitors from 169 countries – spirit of optimism at the leading global trade fair for food and beverages – high level of satisfaction among both the exhibitors and visitors

Cologne, November 2021 – International, inspiring and above all personal – that was the 36th edition of Anuga which was staged from 09.-13.10.2021 in Cologne. With over 70,000 visitors from 169 countries and more than 4,600 exhibitors from 98 nations, the leading global trade fair for food and beverages once again demonstrated that trade fairs of these dimensions are possible again. “We are delighted with this result. It underlines the global significance of Anuga and the trust that is placed in us as a trade fair organisation. Furthermore, it also shows that Germany as a trade fair location continues to hold a leading and attractive position in terms of the global competition,” explained Gerald Böse, President and Chief Executive Officer of Koelnmesse. “Also the hybrid approach worked very well and proved very popular. In the scope of Anuga @home, we were able to offer above all those people, who were not able to travel to the trade fair, a good opportunity to inform themselves about specialised themes and engage in intensive networking,” Böse added.

Anuga also set a benchmark in terms of its level of internationality in these post-Corona times: 97 percent of the exhibitors came from abroad. At 76 percent, the degree of internationality of the visitors remained at a constant level (2019: 75 percent). “People from 169 nations – that is a strong signal and shows at the same time how much the international food industry needs trade fairs to do business again. Our exhibitors, who reported about outstanding customer dialogues and the high quality of the trade visitors, also recognised this fact. The discussions with the buyers also confirmed how highly they estimate the time for intense, personal dialogues with their customers. Anuga 2021 simply made the international world of food personal again. And this euphoria and spirit of optimism was noticeable all over the trade fair,” emphasised Oliver Frese, Chief Operating Officer of Koelnmesse GmbH.

Top buyers on board
Above all the quality and preparation of the buyers as well as the serious interest in generating business again convinced the exhibitors. Countless buyers with high decision-making competence from the trade and food service, including the relevant top buyers of important chain stores attended the trade fair in Cologne. An initial evaluation of the visitor survey shows that over 70 percent of the respondents use Anuga to groom existing and build up new business relationships.

Hybrid in future
As a hybrid event, Anuga also offered a digital platform for the exhibitors, visitors and media representatives: Anuga @home. In addition to intensive networking, above all the digitally streamed event and congress programme comprising of a variety of lectures, discussions and presentations by renowned trade experts and companies of the food industry met with great interest. In total, 353 formats with more than 6,380 broadcasting minutes were streamed over the three days of the trade fair. Particularly the live streams of the two conferences, the Newtrition X and the New Food Conference, were very popular. The presentations and the networking offers of Anuga @home will also be available on-demand after the trade fair.

Transformation course set to be pursued resolutely
The spirit of optimism was also tangible in the themes of this year’s trade fair and in those of the digital event, Anuga @home. Under the key theme, “Transform” exhibitors from all over the world showed that the international food industry is taking further steps towards more sustainable and more efficient global food system. Especially the significant rise in the number of plant-based or purely vegetable products, alternative protein products as well as new products with a health-oriented additional benefit confirm these developments. But the manufacturers are also betting on sustainable production, animal welfare and climate protection in the classic section of milk and dairy, fish and meat products.

The President of the Association of the German Retail Grocery Trade (BVLH), Friedhelm Dornseifer, also drew a positive balance: “With Anuga 2021 we have successfully brought the world of food fairs out of the Corona lockdown. My special thanks go to Koelnmesse, which made this possible thanks to the great commitment and efforts of all its employees. Anuga 2021 impressively demonstrated that we have to resolutely continue pursuing the set course of transformation for our food system. Numerous new, sustainably produced and processed products that were presented here at Anuga, highlight the innovative power of the industry and make me very confident that the food industry can make an effective contribution towards reducing the greenhouse emissions and thus combating the climate change.”

Christoph Minhoff, Chief Executive Director of the German Food and Drink Industries (BVE), was also delighted about the successful outcome of Anuga: “The conduction of Anuga 2021 was an important step back towards normality. Koelnmesse has proved that the world’s largest trade fair for food can also be carried out safely under Corona regulations. The exhibitors and trade visitors were finally allowed to meet up again personally, present goods and conclude contracts. As such, this is the first leading trade fair to be staged after the outbreak of COVID-19, an important encourager and stimulus for the worldwide trade with foodstuffs. The food industry has in line with Anuga’s motto “Taste the future” impressively demonstrated that innovation, sustainability and connoisseur enjoyment also belong together in the future.

Ingrid Harges, Chief Executive Director of the German DEHOGA association, added: “Anuga 2021 conveyed a strong and important spirit of optimism both for the trade fair industry as well as for the hospitality sector. Anuga is the largest trade fair worldwide in this special year.

In our DEHOGA Lounge in Hall 7, we greeted visitors from all areas of the industry. Food professionals from individual gastronomy establishments, food service and system catering businesses informed themselves about new products and benefited from the direct exchange with their industry colleagues. Confidence was conveyed in the course of the many discussions and the great joy at personal encounters, which are of enormous importance particularly in our industry, was noticeable everywhere.

With its diversified, powerful programme, the 30th Food Service Forum of the DEHOGA food service initiative was once again a special highlight in Cologne. Alongside Wolfgang Bosbach, one of Germany’s most well-known and renowned politicians, with the company heads Stephan von Bülow (Block Gruppe), Jörg Gilcher (Five Guys) and Jürgen Vogl (Aramark) and the market researcher Jochen Pinsker, true industry insiders took to the stage and convinced with stimulating lectures in challenging times.”

Anuga in figures:
4,643 companies from 98 countries took part in Anuga 2021 on exhibition space covering 244,400 m². These included 400 exhibitors from Germany and 4,243 exhibitors from abroad. The share of foreign exhibitors was 92 percent. More than 70,000 trade visitors from 169 countries attended Anuga 2021, the foreign share was 76 percent.

The next Anuga will take place from 07.-11.10.2023.

Top buyers are firmly planning to visit Anuga

Physical trade fair encounter remains to be the most important marketing tool

Cologne, 5th July 2021 – The prospects for this year’s Anuga are very promising: Exhibitors from 94 countries, Corona-conform fully-booked fair grounds and the commitment of top international buyers to visit Anuga in Cologne from 9 to 13 October 2021. The world’s largest trade fair for food and beverages is thus underlining its outstanding international significance as the leading global business platform and driving force for a successful post-Corona era. Furthermore, Anuga 2021 is treading new paths and will be staged as a hybrid format for the first time. Namely, the physical trade fair will be additionally enhanced by the digital element Anuga@home.

A current visitor survey on Anuga carried out among over 4,000 top buyers worldwide shows: There is no way around Anuga 2021. 88 percent of the survey respondents are planning to visit Anuga in October, 54 percent of whom intend to exclusively participate physically, whereas 34 percent are going to engage in a mixture between a personal and digital participation. Over 80 percent of the buyers stated that they are looking forward to finally being able to visit physical trade fairs like Anuga again and 73 percent are totally convinced that visiting physical trade fairs is necessary in the food and beverage section and that they are irreplaceable. Correspondingly, 85 percent stated that their product procurement was dependent on trade fairs. 87 percent of the survey respondents are thus also not considering reducing their number of trade fair visits. Only 6 percent are not planning to physically visit trade fairs in 2021.

International industry players also emphasised the importance Anuga has for the food and beverage industry in the scope of the trade fair campaign “Meet our Visitor”. For further information see:

To ensure they are optimally prepared for Anuga 2021, the visitors will receive extensive information on the themes arrival, hotel reservations, hygiene and safety at the fair grounds, booking tickets and access in the run-up to the trade fair. Koelnmesse will strictly limit access to all events in the trade fair autumn of 2021 – from the build up over the days of the trade fair, through to the dismantling – down to persons who are fully-vaccinated or have recovered from the virus no longer than six months ago and those who have a current, negative test. This “3G” principle, the observance of which will be strictly monitored, applies for all exhibitors, visitors and all further persons involved. Details on the on-site process will be announced in due time before Anuga.

Furthermore the #B-SAFE4business concept developed by Koelnmesse in close coordination with the authorities is continuously reviewed and adapted to the current legal situation and applicable regulations. Here, digital technologies play an important role in the observance of the Corona protection measures at Anuga 2021. These include for instance personalised, digital tickets or the contactless access controls, through to body scanners in the entrance areas.

anuga ingresso

Photo: Koelnmesse/Anuga

In turbulent times Anuga is relying on its international industry network and good partnerships

Like all international trade fairs, Anuga will also play a decisive role in the post-corona era in showing the industries involved the solutions and trends for a successful future. Production, logistics, sales and communications will increasingly change. Connecting stakeholders, reactivating commercial relationships and establishing new business will become more important than ever before. Trade fairs will play a special role here, because they are an important element for the economic growth of companies. Hence, Anuga is today already working on suitable formats to encounter these challenges. In times like these the aim is to offer all of the market participants new solutions at an early stage, which present a chance for fast economic recovery and lay the foundation for the further future success of the industry.

An important pillar of Koelnmesse here is its global network of trade fairs in the Food & FoodTec section. This offers unique access to the entire international food industry, among others to growth markets like Brazil, Colombia, China, Thailand or the United Arab Emirates. Comprising of around 19,000 exhibitors and nearly 600,000 visitors in total, the network has achieved a size that is unique within the industry worldwide. The events planned in Asia in the autumn already will provide new opportunities to activate one’s own business.

Tapping into the potential of the network, Anuga offers its exhibitors and trade visitors additional support via numerous communication channels in order to keep up-to-date and reach one’s own customers in these times of cancelled trade fairs.

“In this way, we would like to support the food industry in staying in contact with its customers, in sharing know-how and above all in networking more strongly with each other. For all of our trade fairs in the Food & FoodTec section, we are currently engaging in an active and very constructive exchange with our customers. Many of the exhibitors are already looking forward to important events in their segment, because these are essential for them as a means of presenting their products, providing the industry with impulses and pushing their economic growth. We are thus working flat out on devising new, creative and digital solutions so that our customers continue to dispose of suitable platforms for their business and innovations in times of increased uncertainty. We believe that particularly at present it is all the more important to share best practices in how to deal with the current challenges, because we can only create industry-relevant solutions for the changing demands through mutual exchange. The positive feedback and the high interest of our customers promise a positive outlook for the coming trade fairs and encourage us to continue working at full speed on new formats and improvements for our customers,” explained Anne Schumacher.

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